Relationships among Utilitarian and Hedonic Values, Brand Affect and Brand Trust in the Smartphone Industry

Ikram Dastan, Fatih Gecti

Abstract

The purpose of this study is to examine the relationships among utilitarian and hedonic values, brand affect and brand trust in the smart phone industry. In this regard, an online survey was conducted on smart phone consumers in Turkey. Online consumers participated in the survey which took place in the relevant web page. The hypotheses were tested using structural equation modeling. The findings indicate that utilitarian and hedonic values significantly influence brand affect, and brand affect has a significant impact on brand trust. While utilitarian value is positively related to brand trust, hedonic value is found to have no significant influence on brand trust.

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